Personal selling

Online Assignment 3

1. Read case 5.1 carefully (pg:145); and solve the case questions through your analysis of the case
(Marks 10)

1.Based on the information provided in this case, identify each of the three
buyer’s social styles.
Based on the information in the case study I would say that the three different social styles are
analytical, expressive and amiables. Marty demonstrates an Analytical social style. Marty is low on
assertiveness and low on responsiveness. Marty takes the logical meanings and facts rather than the
intended meanings. Alfred would fit into the social style of an expressive buyer. Alfred makes his
opinion know and is more assertive. Alfred has personal relationships with people taking the time to
remember facts about them but only for personal reward. If Alfred can gain something out of the
meeting he will do everything in his power to do so. Finally, Cynthia demonstrates the amiables
social style. She states her opinion but is not very assertive. Relationship matter to her because she
wants to get to know the seller and be able to trust themat the end of the meeting. She is a great
team player and tries to avoid risk by changing her opinions to meet others. As you can see there
are three different social styles distinguished here.Jon will need to work hard to make this sale.

2.If you were Jon, what should you do to sell to this group?
Firstly, If I sell for Marty so I will choose Analytics social style Because Marty are analytics personality
which means Analytics are less expressive than other personality types. They are concerned with
facts rather than emotion, and likely won’t spend time getting to know you on a personal level. In
conversation, Analytics are serious, direct, and formal. They might not use expressive gesturing in
meetings, but you can be sure they are listening intently.

How to sell to them:

 Never rush an Analytic. Be prepared for a longer selling process, as Analytics will take as
much time as they need to gather all the facts they feel are necessary to make a decision.
 Assume they are prepared and have done their research. This doesn’t mean you should skip
over introductory information, but you can expect to spend less time talking basic features,
and more discussing custom, personalized solutions for their business.
 Avoid making high-level claims. Always provide data when you make an assertion, or risk
losing credibility. Overhyping your product might make Analytics suspicious that you’re
using flowery language to mask flaws.
 Provide as much detailed information as possible. Instead of saying “Our product drives
growth for many companies,” say, “Our product increased sales in 13 Fortune 500
companies by 25% or more year-over-year.” You can offer more information than they ask
for without risking them becoming overwhelmed -- in fact, they’ll probably welcome it.
 Don’t try to force a relationship that’s not there. Analytics might become annoyed by those
they feel are overly flattering or obsequious.
Secondly, Alfred would fit into the social style of an expressive buyer Expressives tend to be very
enthusiastic and colorful. Like Amiables, they’ll want to bond with you and feel connected on a
personal level, but like Assertives, Expressives are sure of their beliefs and speak more in
statements rather than questions.

How to sell to them:

 Present case studies. Expressives want to be reassured that you’re looking out for them,
and what better way to prove your track record than to show stories of how your
business made an impact on other people’s lives?
 Emphasize an ongoing relationship. If your company offers exceptional customer service
or maintains long-term partnerships with its clients, now is the time to shout it from the
rooftops.
 Don’t focus too much on facts and figures. Data is important, but an expressive will
ultimately want to know how their buying decision affects their business on a human
level.
 Summarize along the way. You want to continually get their buy-in, so ask questions
like, "So, we agree that you can use Templates to automate the prospecting process?"

Finally, Cynthia demonstrates the amiables social style Amiables are great listeners and
might ask more personal questions in an attempt to get to know you outside of your
professional role. They will be friendly, calm, and patient during meetings. Conversations
with Amiables are generally laid-back and informal.

How to sell to them:

 Pitch a vision. Help them visualize the outcomes their business could achieve with
the help of your product or service.
 Take time to build rapport. Amiables will need to feel safe in their relationship with
your company before they’ll be comfortable doing business with you.
 Bring up examples of similar clients who have successfully used your product. Flesh
out the story -- why did client X come to you? What tipped them toward your
product? Which features were most important? Details like these are convincing for
Amiables.
 Take the role of an expert and walk them through the decision making process.
Instead of overwhelming an amiable with information, help them through the
process and act as an advisor.
 Give them personal guarantees. Since Amiables are risk-averse, promising them
your company will refund their purchase if they're not satisfied or they can cancel at
any time will calm their anxieties and make them likelier to buy